Coca-Cola Europe and the Philosopher's Stone

Date of publication: September 15, 2010

Abstract:

On realization that only 20% of their Brand Tracker information was used across all 32 European markets, Coca-Cola Europe started searching for the Philosopher's Stone. The journey will take the us through the difficulties of negotiating a positive business case for each market, managing the trend break challenges and ultimately defining a consistent, harmonized tracking study that is relevant for local markets as well as regional and global units. The Philosopher's Stone paper will prove that getting the right parties involved, it is possible to not only find the right balance between global and local (the famous sweet spot) but also achieve significant savings at the same time.

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